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As an eCommerce business owner, having a fancy website doesn't work if your content is not relatable to your users. Great content always fuels SEO, and strategic SEO ensures that content reaches the right audience at the right time.
SEO and User-Generated Content (UGC) also play a key role in boosting your e-commerce business. From reviews and testimonials to social media posts and community forums, UGC brings authenticity and enhanced engagement and develops strong relationships between users. Therefore, in today's competitive market, it's not just about what you say; it's about what others say about you. In this guide, we will explore how user-generated content helps to improve the SEO of your online store.
What is User-Generated Content?
User-generated content is any content that users create regarding their business. It can be social media content, photos, videos, or posts. This content evokes social proof and validates how trustworthy your business or online store is.
To help you understand, let's give an example. Think about when a client shares a photo of your product on Instagram, tags your brand, and writes a short review in the caption. The post becomes UGC. It promotes your product organically and develops social proof that search engines and future buyers trust your brand.
Therefore, User-generated content is more potent than others' actions and advice in influencing people. If your friends recommend a product, you are more likely to trust and take their advice. You may purchase that product because you trust your friend's opinion.
UGC statistics
- 93% of marketers use UGC content in their marketing campaigns and have noticed that it performs better than traditional branded content.
- UGC influences the purchase choice of 70% of Gen Z and 78% of millennials.
- By 2033, 78% of all content online will be UGC.
- UGC content gets a 28% higher engagement rate on social networks than traditional brand content.
(Source: billo )
Role of UGC in SEO ?
User-generated content can activate SEO strategy. Let's explore why UGC can be vital to winning organic marketing.
E-E-A-T
One of the most critical shifts in Google's latest E-E-A-T framework, Experience, Expertise, Authoritativeness, and Trustworthiness, is the elevated value placed on real-world experience. Google now favors content created by individuals who have used the product or service or engaged with the brand directly.
This is where User-Generated Content (UGC) becomes a powerful SEO asset. Firsthand reviews, testimonials, and shared experiences from real customers bring authenticity that algorithm-driven content can't fake. Search engines recognize this content as genuinely helpful, making UGC a cornerstone of modern, trust-driven SEO strategies.
Google's Forums
Previously, it was named Perspectives. Later, Google changed it to forums, where users can find discussions and Q&A related to their search query. It illustrates the vitality of online forums and community content.
How User-Generated Content Improves SEO?
Improves the Quality of the Content
As you know, most SEO is content creation. Content affects how your site ranks in search results. Therefore, when you create high-quality content, Google will find your content valuable and rank your site higher.
When users generate content, they create a continuous flow for your business. It isn't easy to constantly post new and exciting content. UGC content helps you continually have content on your website that Google can index and crawl.
Moreover, UGC content will also help you analyze what your audience likes and is interested in. Analyzing user behavior will give you content topic ideas to help you create more impressive content.
Semantic Search Optimization
UGC content is excellent for helping your business optimize for semantic search. Semantic search includes optimizing natural language and analyzing how people search and reach them. This search strategy has gained popularity with the development of voice search devices.
Also, voice search occurs when users utilize a voice-enabled device to conduct queries to find data or information. Therefore, UGC helps you find keywords and phrases that people use in their natural language. When discussing your brand, you can look at their feedback to see how your audience is speaking.
Increases Social Signs
Social media content directly impacts SEO. There are signs that social signals can help to improve your SEO campaign by driving more traffic to your page. With user-generated content, you can boost search visibility and reach more leads.
Therefore, when users interact with your business on social media, others can see their interaction. Whether they leave a review or write a post about your business, that content is exposed to others on your social media platform. People can see your brand, and that person's perception of your business.
Develops Trust in Google
Suppose you want to gain organic traffic and rank on Google's SERP page. You need to provide relevant, trustworthy, and valuable content. User-generated content helps Google check if the audience is enjoying your website and finding it helpful. When they see your website offers valuable information, they want more leads to find it.
You may improve your SEO ranking, leading to more leads and conversions for your business. If you receive more positive feedback, Google will rank your website higher because you have built up trust with your audience.
How does Google review UGC Content?
Google has released the community guidelines for UGC content. It uses a hybrid approach of machine-learning algorithms and human reviewers to evaluate user-generated content (UGC) for compliance with its Community Guidelines. Content flagged by algorithms is either automatically removed or sent for manual review by trained analysts. If it violates guidelines, Google may remove the content, restrict account features, or, in severe cases, permanently delete the content.
Exceptions may be made for artistic, educational, historical, documentary, or scientific content. Removed content might still appear in your Search profile, but will be marked as "Removed."
Users are notified when content is taken down or access is limited. Notifications include details on what was affected, why, and the steps you can take, such as submitting an appeal. However, deleting a removed post doesn't erase the violation, so understanding the rules and appealing when necessary is essential. Google continuously works to improve these systems to ensure fairness and accuracy in moderating UGC.
How can you Implement various types of UGC in your eCommerce Store?
1. Testimonials
Highlight customer testimonials on product pages, your homepage, or a dedicated "What Our Customers Say" section. Use real names, photos (with permission), and star ratings to enhance authenticity and credibility.
2. Discussion Boards/Forums
Create a community space or help forum where customers can ask questions, share experiences, and offer tips. This will encourage ongoing engagement and create fresh content that improves SEO and customer trust.
3. Product Reviews
Allow verified buyers to leave detailed reviews with star ratings, photos, and video feedback. Display average ratings and filter options (e.g., most helpful, recent, with photos) to improve user experience and decision-making.
4. Q&A Section
Add the "Customer Questions & Answers" section to each product page. Let shoppers ask questions and allow other customers, or your support team, to answer them. This builds trust and often covers concerns future buyers might have.
5. Comment Sections on Blog Posts
Enable comments on blog articles and buying guides. Ask thought-provoking questions at the end of each post to encourage discussion. Moderating this area ensures it stays valuable and spam-free.
6. Content-Generating Contests
Run photo or video contests encouraging users to showcase how they use your product. Offer rewards or features on your social media or website. This generates buzz and provides you with high-quality visual UGC for marketing campaigns.
Summing Up
User-generated content (UGC) is more than just engagement; it's a powerful SEO asset. By regularly adding fresh, relevant, and authentic content to your site, UGC helps improve keyword coverage, boost dwell time, and enhance trust signals that search engines prioritize. This real-world content provides value to users and search engines, whether through product reviews, Q&A sections, or community discussions. Prioritizing UGC for your eCommerce store can help you gain organic traffic and retain more clients.
